El Mordjene is an Algerian hazelnut spread that has recently gained significant popularity in France, particularly among the Algerian community and beyond. Produced by the family-owned company Cebon, established in 1997 in Oran, Algeria, El Mordjene is known for its flavor reminiscent of Kinder Bueno and has been marketed as a competitor to Nutella. Its rise to fame was notably propelled by social media influencers, especially on platforms like TikTok, leading to high demand and even stock shortages in stores across France.
However, the product has faced significant challenges. As of September 13, 2024, El Mordjene has been banned from importation into France due to regulatory issues concerning its ingredients. The primary reason cited is that the spread contains milk, which is subject to strict European Union regulations regarding dairy imports. Notably, while the milk used in El Mordjene is imported from France, Algeria is not listed among the countries permitted to export dairy products to the EU under the relevant regulations. This situation has sparked controversy and speculation, with some suggesting that the ban may also be influenced by El Mordjene's burgeoning success as a competitor to established European brands like Nutella.
The ban has raised questions about the potential impact on the market for Algerian products in France, as El Mordjene had been well-received and was seen as a symbol of Algerian culinary heritage gaining traction abroad.
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